What Works - What Doesn't

Pulling Case Studies Out of Customers

What Works - What Doesn't

One recent survey showed that case studies are the top form of content busy B2B buyers want to read. Using the case study to help your client attract good business partners by, again, showing the innovative work the client is doing.

Do You Want Sales or an Audience – or Both?

What Works - What Doesn't

Give clients “real business metrics,” says, Joe Lazauskas of Contently. First, as if anyone needed convincing, research from the Content Marketing Institute and business news publisher SmartBrief reinforced “the value of content marketing in guiding prospects during the purchasing process.”

Trending Sources

Five Ways Storytelling Goes Bad

What Works - What Doesn't

When they give me a cookie-cutter, jargon-filled case study to word-smith, I push back for more details on the business challenges and the internal implementation headaches that will bring their work to life.

15 Ideas to Jump Start a Blockchain Blog  

What Works - What Doesn't

How do you begin building your reputation, making contacts and getting feedback and partners for your technology or business plan? How might this change for different business needs? Uncategorized blockchain Business of Blockchain cryptocurrencies fintech

30 Ways to Get Inside the Mind of Your Target Buyer

These 30 findings show the path from respect, to relationship, to business win Trust, support, and transparency: that's what your target buyer really wants.

Get Off the Commodity Bus!

What Works - What Doesn't

Rather than telling a busy applicant to find and send their own transcripts for transfer credits, SNHU hunts them down and even pays the administrative fees. Are you selling to a line of business manager, the CEO or the IT “super user” who got stuck with handling support?

No Robot Overlords at MIT CIO Symposium

What Works - What Doesn't

The most convincing story at the conference came from Tetra Pak Group , a leader in the not seemingly digital nor transformative business of supplying milk and juice cartons and the machinery to fill and seal them. The recent 2017 MIT Sloan CIO Symposium in Cambridge, Mass.

Stop the WordPress Madness!

What Works - What Doesn't

Especially with the economy picking up, it would be worth several hundred bucks (which I’m spending on themes and professional help anyway) to get beyond setup and into creating compelling content to get more business.

787 Lessons From Boeing For Content Marketers

What Works - What Doesn't

In my business, writing marketing material, the work you need to do right at the beginning is knowing who your target audience is; what you have to tell them that’s fundamentally new and what is the unique value you offer.

B2B 11

If You MUST Write A Press Release, Do It Better

What Works - What Doesn't

Bringing iSCSI capabilities to the small business network-attached storage market for the first time, PackRat Storage today announced….

Boeing Redesigns Web Site Around Features. And the Business Case Is?

What Works - What Doesn't

Which leads me to wonder about the business case behind this redesign. Boeing is in some ways a business to consumer company (we all use their products) but the actual purchasers are airlines, aircraft leasing companies and governments.

Why Marketing Automation is Floundering (Amen!)

What Works - What Doesn't

The people we’re trying to sell to are too busy trying to close deals and keep their jobs to stay on top of all this jargon.

787 Lessons From Boeing For Content Marketers

What Works - What Doesn't

In my business, writing marketing material, the work you need to do right at the beginning is knowing who your target audience is; what you have to tell them that’s fundamentally new and what is the unique value you offer.

Stop the WordPress Madness!

What Works - What Doesn't

Especially with the economy picking up, it would be worth several hundred bucks (which I’m spending on themes and professional help anyway) to get beyond setup and into creating compelling content to get more business.

Using Online Games To Sell Complex B2B Software

What Works - What Doesn't

I have to give IBM points for even trying this: They’ve developed an online game that walks players through a (BPM) Business Process Management) exercise.   Tags: B2B marketing B2B software BPM marketing business process management content marketing IBM Innov8 online games selling BPM

About Us

What Works - What Doesn't

He also directed editorial and production teams at award-winning print and interactive media, including VARBusiness, Home Office Computing, Small Business Computing, Communications Week and Windows magazine

Software Automates Sportswriting. Is B2B Content Marketing Next?

What Works - What Doesn't

That’s getting pretty close to my home turf of business/tech writing. . Hell, no, I say, and not just because I make my living writing white papers, newsletters, and the like for the IT market. Here’s why. Yes, StatSheet of Durham, N.C.

How Much Rope Should You Give a “Corporate Reporter?”

What Works - What Doesn't

Marketing automation vendor Eloqua has gone a step further and hired Jesse Noyes , formerly a business reporter for the Boston Herald , as a “corporate reporter.” I need the CEO or CTO to respond honestly and thoughtfully to a big announcement, but they’re busy talking to customers.

Finding the Mythical C-Level Exec

What Works - What Doesn't

Yet I shudder to think how many times I’ve blindly nodded and said “yes” when a client asked for a white paper for the “C-level” executive, meaning it was supposed to focus more on business than on technology.

It's Official: Forrester Says B2B Buyers Hate Confusing Jargon

What Works - What Doesn't

I’ve been yelling for years that technical jargon in marketing content turns off B2B business buyers. Now, it’s official – or at least corroborated by a Forrester Research Inc. report.

Time to Kill the Press Release?

What Works - What Doesn't

The obligatory quotes from the CEO, the customer or the new business partner saying how happy everyone is with each other don’t, I would guess, wind up getting much play. Much as I appreciate the work, being paid to remove value from content can’t be a good long-term business model.

PR 2

To Sell A Conference, Give Away Last Year’s “Takeaways”

What Works - What Doesn't

Tip 4 – 19 guidelines for avoiding common pitfalls during your next SAP NetWeaver Business Warehouse upgrade project. Gotten a pitch to attend a conference or trade show lately? Did you decide to spend the money, or ditch it and stay in the office?

Software Consultancy: Why MA Is Hot

What Works - What Doesn't

Software consultancy Software Advice has a good business model: Give away a certain amount of information about software, then charge for more detailed counseling. Among the main drivers she listed: Buyers’ desire for quality content; an aversion to sales calls (especially before prospects are ready for one), the need for marketing to prove its value to the business and the fact that sales cycles are longer in a down economy.

Huge Jargon Slick Drifts Towards Readers; “Resources,” “Mitigate” Clog Brains

What Works - What Doesn't

The same is true in a lot of business to business marketing materials. Let’s say – let’s just say – you were a huge oil company, or a government agency, desperately trying to recover from a major blunder.   You’re not sure how bad things are or when you can fix the situation. But do you do know you messed up real bad, didn’t move quickly enough to fix the problem and are desperately trying to calm everyone down while you scramble to undo the damage you’ve caused.

What B2B Readers Want, Circa 2010

What Works - What Doesn't

The results have been an interesting grab-bag of reassuring truths, outright surprises and common-sense dope slaps that show how we in the “content marketing” business can get so caught up in our high-falutin’ notions we forget about the real problems our readers face. I’ve had a great opportunity recently to learn what B2B customers want in content by – shock of shocks – asking them.

Study: Top Execs DO Use Social Networks

What Works - What Doesn't

A new study shows decision-makers, such as business buyers, are increasingly using social media such as LinkedIn and Twitter to make buying decisions. But not to talk about the new appetizer they just tried at a trendy restaurant. Trade publishers have tried, unsuccessfully, for years to build such on-line communities which they could control and mine. As it turns out, customers (C-level execs) like everyone else want to own and control their own networks.

Digital Transformation as an Expression of Business

Buzz Marketing for Technology

In addition, digital transformation is about the inclusion of all potentially interested parties (employees, partners, customers, influencers) in the creation and execution of new lines of business and innovation. Business users are defined by the “Power of NOW!”

Why every business needs a social media business audit

Biznology

While your business may be posting to social media and doing all the right things, you must regularly assess where you stand on your most important social channels. Too many brands and businesses try to “do more on social” before assessing where they are and where they want to go.

Small Business Marketing Optimization Tips for 2016

Webbiquity

The year is coming to a close, which means it’s time to start looking at the exciting opportunities 2016 will have to offer your small business. but what you should really be doing is focusing on areas you can improve your business every day for the remainder of 2015.

16 Enigmatic Business Blogging and Other Marketing Stats

Webbiquity

This final installment covers some fascinating though sometimes contradictory and confusing stats about business blogging and the value of marketing. For example, what percentage of businesses maintain company blogs? 9 Business Blogging Stats and Facts.

The Social Business Shift [Infographic]

Modern Marketing

by Jesse Noyes | Tweet this What’s a social business all about? But what social business is truly about a “shift”, a move from enterprises attempting insulate itself from disruption and instead greeting it warmly.

The Real Roadblock to Social Business Success

Webbiquity

Stories about how top executives just don’t “get” social media and the concept of social business were common four or five years ago. Per recent research from GaggleAMP : “Connecting your business with your employees in social media can boost your social media presence.

6 Video Tips for Small Businesses on a Budget

Vidyard

As a small business, the way you do business probably follows the same line of thinking. That’s why small businesses use video. Well this is why small businesses use video , actually.). Animated explainer videos are a must-have for any small business.

Interesting Marketing Trends of Small Businesses [Infographic]

Puzzle Marketer

Small businesses face challenges of small budgets and scarce resources, causing them to be even more selective of their decisions in growing their top line. Small businesses therefore test, pivot, and analyze to recognize where their dollars would be best spent.

10 Ways to Generate More Leads from Your Business Blog

The Point

The post 10 Ways to Generate More Leads from Your Business Blog appeared first on The Point.

Socialize your videos for business development

Biznology

H ere are some ideas for creating videos for business development and sales that fits naturally into the way today’s buyers communicate. Video Content for Business Development is Just a Video. The post Socialize your videos for business development appeared first on Biznology.

The Social Business Imperative

Marketing Insider Group

What is the value of a social business? These are questions that are not just being asked by marketers but by CEOs, business leaders and entrepreneurs around the world. That we truly have a social business imperative. The Social Business Imperative.

19 Remarkable Guides on Business Strategy, Leadership and Motivation

Webbiquity

It’s a (sometimes forgotten) truism of business that no company can cut its way to growth. Entrepreneurs are forming new businesses at an increasing pace, hoping to take advantage of new opportunities in the recovering economy. ” What Does it Take to Lead a Social Business?

Five Brand Building Tips for B2B Businesses

Webbiquity

It enables your business to occupy a sizeable amount of public mindspace and consistently drive more customers. A memorable brand is self-propelling and can grow a business to dizzying heights. Brand building for B2B businesses is a little different from that for B2C companies.

Build 61

4 leading edge business technologies every business needs to be successful

Biznology

Let’s start with the blatantly obvious: whether your business offers iPad repair services, consulting advice, the best all-natural herbal tea in the country (make that the world), or any other solution, you know that technology is going to play a central role in your success story.